Asking for donations

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Abstract

Asking for donations is never easy. A well-planned solicitation can help your organization build the financial and in-kind support it needs. This practice from Campaign Consultation, Inc., helps you plan "the ask" to increase your chances of success. Excerpted from Honoring and Sustaining Work in Rural Communities: Participant Notebook from the 2000 National Senior Corps Conference in Orlando, Florida.

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Issue

Many companies, individuals, and organizations are willing to donate money or in-kind resources to worthwhile projects but are never asked. Asking for donations can be an intimidating experience if the donation seeker is not prepared. This practice recommends preparing for "the ask," creating a dialogue during "the ask," and then following up after "the ask" even if the response is negative.

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Action

Remember that people respond to people. The secret to a successful "ask" is the...

  • Right prospect asked by the...
  • Right person in the...
  • Right way at the...
  • Right time for the...
  • Right request in the...
  • Right amount.

Stages of an ask
There is more to asking for donations than popping the question. In order to increase your chances of a successful "ask," be sure to incorporate all these steps:

  1. Research and Prepare.
  2. Open.
    • Establish a relationship
    • Explain the program's mission
    • Identify needs
  3. Discover.
    • What are your prospect's motivations?
    • What is their frame of reference/perspective?
  4. Present "The Ask."
    • Frame the presentation from the prospect’s perspective.
    • Capture their heart and mind.
    • Describe what the prospect can do to...
      • Help advance your mission
      • Address current needs
      • Satisfy their interests
  5. Listen. Identify overt and hidden objections to "The Ask."
  6. Respond. Attempt to overcome objections.
  7. Reach agreement and understanding.
    • If the prospect makes a commitment, follow up immediately.
    • If the prospect is not interested or unwilling, attempt to establish an opportunity to make contact at another time and then follow up.

Tips to asking for donations

  • To ask is to cultivate.
    • Asking for a gift is one of the best cultivation strategies, as long as you don’t ask prematurely.
  • Don’t focus on the request.
    • Focus on the prospect. Remember your organization is not at the center. This is service-focused and donor-centered philanthropy.
  • Create a dialogue, not a monologue.
    • Don’t just talk about your organization. Listen to what the prospective donor says. Watch his/her reaction. Use this opportunity to create meaningful conversation. Don’t be forced or artificial. Get to know the person even better. Create a bond of respect and trust.
  • Pay attention to details.
    • Send a letter asking for an appointment.
    • Call to set up a time.
    • Get to know the prospect.
    • Be flexible, listen to the prospect.
    • Be aware of body language. Say you’ll come back if it seems like the wrong time to ask.
    • Don’t hurry the ask.
    • Talk program and ideas, not costs.
    • Base your appeal on logic and generate emotion through the case for support.
    • Be positive and upbeat.
    • Promote your cause.
    • Know and stress the benefits of the project.
    • Have a target amount in mind.
    • Prepare a written proposal.
    • ASK as high as you can.
    • ASK specifically, "Would you consider a gift for $___".
    • Remind prospects how their support will influence others to respond.
    • Leave with a signed pledge card or confirmation of a vote.
    If it appears that you are not going to receive a commitment, work to prevent a "no." Give the prospect room to think about the proposal and follow-up later.
  • Follow Up.
    • Send a follow-up letter or note that states the amount of the pledge or next course of action.
    • When you get a "yes" to your request, make sure you really understand why. Ask the donor and listen carefully. Learn from the "yes." Do the same for a "no."

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Context

This practice can work for small in-kind donations as well as for larger financial contributions or corporate sponsorships.

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Citation

Honoring and Sustaining Work in Rural Communities: Participant Notebook. Baltimore, MD.: Campaign Consultation, Inc., 2000. pp. 39-43.

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Outcome

Taking the effort to research and prepare for a donation request can increase the number of successful donation requests made.

Also, by cultivating relationships with potential donors, programs build resources for the future. Even if the potential donor declines the first time, he/she will be more likely to remember your organization and its mission in the future when he/she is in a better position to make a financial or in-kind donation.

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Posted On

May 22, 2001

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For More Information

Campaign Consultation, Inc.
2819 Saint Paul Street
Baltimore, MD 21218-4312
Phone: (410) 243-7979
Fax: (410) 243-1024

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